FEB 9-11, 2021

Reaching New Audiences: How to Market, Sell to & Serve a Wider Range of Buyers

Tuesday, January 21 | 2:30 - 3:30 PM

LOCATION: LVCC - Spotlight and Game Changer Sessions - South 223

REGISTRATION TYPE: IBS Full Registration or 1-Day Education Registration

SESSION TYPE: Game Changer Session More Info

LEVEL OF CONTENT: Advanced More Info

WHO SHOULD ATTEND: Single Family - All, Sales & Marketing Professionals, Remodelers

TRACK: Sales & Marketing

If you could generate sales simply by marketing to your existing customers and raking in referrals, making money would be a cakewalk. In reality, growing your business depends on your ability to reach and serve new, niche customer groups. But how do you win over those you may not know or understand well? Whether it’s gender, age, life stage, race or ethnicity, you need to break through barriers, show prospects you truly understand their differences and values, and form a genuine, trusted connection. In this can’t-miss Game Changer session, Kelly McDonald—one of the nation’s leading experts in consumer trends, generational differences and customer experience, and who’s firm has twice been named a top ad agency in the U.S. by Advertising Age magazine—will show you how to better understand today's diverse buyer segments and build a deep, values-based connection with them. Drawing from her experience with iconic brands such as Toyota, Nike, Harley-Davidson, Sherwin-Williams and more, she’ll share real-world examples of how you can tweak your product, message, marketing efforts and customer experience to reach their hearts, minds, and, ultimately, earn their business.

  • Gain five low- and no-cost tools and tactics you can use right now to reach new customers and increase satisfaction.
  • Learn the values of and the dos and donts of marketing to different customer niches.
  • Identify the major macro trends that affect your business and how to leverage them for growth and improved customer experience.
  • Discover how you can recover from a mistake and smooth things over every time.

Participants must be registered for a full registration package or a 1-day education with expo pass package valid for the day of the session they wish to attend. Seating for Game Changer sessions will be on a first-come, first-served basis.

Continuing Education

NAHB - 1.00 CE hour(s), NKBA - 0.1 CEU(s)

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  • 1201 15th St NW
    Washington, DC 20005

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